LEGO Technic Concrete Mixer Truck | Source: The LEGO Group

The LEGO Group reported growth in the first half of the year as families turned to activities such as construction amid stay-at-home orders during the COVID-19 pandemic.

The company reported a 14% sales increase with revenue spiking 7% to $15.7 billion DKK (approx. $2.5 billion USD). The company says that LEGO Technic, LEGO Speed Champions, LEGO Classic, LEGO Harry Potter, and LEGO Disney Princess were the top-selling themes in the first half of the year. Operating profit for the privately held company increased 11%. The strong numbers come despite store closures in many cities.

The strong results are due to our incredible team,” says Niels B. Christiansen, CEO, The LEGO Group. “When COVID-19 closed stores and offices, our colleagues did everything they could to stay safe and bring play to children and families around the world. I would like to thank them for their extraordinary contribution and their continued fantastic efforts.”

LEGO Super Mario | Source: The LEGO Group

Christiansen says that the company continues to see payoff from its long-term growth investments in e-commerce and product development. Additionally, families around the world were receptive to the company’s “Let’s Build Together” campaign. More than 80 unique users enjoyed branded content released as a part of the initiative. Visits to the LEGO website increased 100% with more than 100 million users visiting the site.

“We are very pleased to see the enduring appeal of the LEGO System in Play and strength of the LEGO brand,” adds Christiansen. “During the first half, we attracted new builders of all ages who turned to LEGO play to help them through difficult times. More families are playing and learning together with LEGO bricks and we are seeing more adults than ever before enjoying building our more challenging sets.”

LEGO has opened 46 stores so far this year, 30 of them in Mainland China. New themes such as LEGO Monkie Kid and LEGO Super Mario are already performing well.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.